Communication factors affecting the tourism services in the upper northeast of Thailand

Abstract

The objective of this research was to study the communication factors affecting the tourism services in Loei, Nong Khai, Bueng Kan, Nakhon Phanom, and Mukdahan provinces of Thailand. Purposive sampling was applied, and the sample group comprised 300 accommodation business receptionists and package tour sales staff. A questionnaire was used as a tool to collect the data, and exploratory factor analysis (EFA(and confirmatory factor analysis (CFA(were utilized to analyze the collected data. The findings indicated that the EFA extracted two factors; namely the channel and receiver, which consisted of five variables, and the message and sender, which consisted of five variables that affected the tourism services. Additionally, the results of the CFA showed that the model was consistent with the empirical data)APC=0.90; Average R2= 0.80; GoF = 0.75(. The message and sender affected the tourism services the most, followed by the channel and receiver. Therefore, the relevant agencies and business owners should pay attention to the tourism personnel in terms of message and sender by promoting training and learning to construct understanding in the sent message, be responsible as the sender, and apply the appropriate strategies to send or present the message to the tourism personnel. © 2020 by the authors.